At Novatize, we know that the world of eCommerce is constantly evolving, and that strategies for optimizing the visibility of online businesses must adapt to new trends and technologies. This is all the more true in a context where artificial intelligence (AI) is accelerating the evolution not only of business tools, but also of user behavior.

One of the most striking developments is the emergence of GEO (Generative Engine Optimization), which complements and transforms traditional SEO (Search Engine Optimization) practices. 

Find out more about eCommerce trends to watch in 2025.

SEO: An indispensable ingredient in eCommerce

SEO, or search engine optimization, is an established marketing strategy that consists of optimizing a site, both in content and technique, so that it acquires sufficient authority to rank in first position on organic search engine queries such as Google. The main dimensions of SEO include :

• Technical SEO: Optimization of site structure (speed, architecture, indexability);
• On-page SEO: Creation of relevant content, integration of strategic keywords, and optimization of HTML tags (title, meta-description, images, etc.);
• Off-page SEO: Netlinking strategies to reinforce site authority.

How can a SEO specialist improve your eCommerce?

In eCommerce, these strategies help drive qualified traffic to product or collection pages, increase conversion rates and boost sales. However, with the arrival of generative AI tools like ChatGPT, a new paradigm is beginning to emerge: GEO.

GEO : Optimization for generative engines

GEO, or Generative Engine Optimization, represents an evolution in the field of digital optimization, adapted to generative AI engines such as SearchGPT, Google Bard or Bing Chat. Unlike SEO, which seeks to position specific pages in search results, GEO focuses on influencing the way AI models exploit and synthesize online content to answer users’ questions. This approach aims to ensure that a brand or site’s information is not only visible, but also integrated into the answers generated by the AI.

The keys to a successful GEO strategy include:

• Contextual, in-depth content creation: AI models favor comprehensive answers from reliable, well-structured sources. It is therefore essential to produce content that comprehensively answers users’ questions, while anticipating underlying intentions;
• Data structuring: Structured data, such as schema.org tags, enable generative engines to better understand and organize information. This increases the chances of content being used in AI responses;
• Trust and authority: Publishing content written by recognized experts in their field is crucial. AI models favor credible, well-established sources;
• Frequent updates: Generative AI gives more weight to recent content. A regular editorial calendar keeps information relevant and fresh;
• Focus on emerging search intentions: Identify new search trends related to complex or multifaceted questions, often better understood by AI than by conventional engines;
• Optimization for conversational queries: Generative AI is often used in a conversational context. It is therefore relevant to structure content to answer specific questions while providing detailed explanations.

In short, GEO requires a proactive, strategic approach based on a detailed understanding of how generative engines work, and on content production that goes beyond simple SEO. Companies must not only produce quality content, but also think about how AI will use it to bring value to users.

Comparing SEO and GEO

The solution: a hybrid strategy

To succeed in today’s eCommerce landscape, it’s crucial not to pit SEO and GEO against each other, but rather to see them as complementary. A hybrid strategy maximizes online visibility, adapting to both traditional search engine algorithms and the expectations of generative AI models.

Consumer search behavior and AI tools

With the rise of tools like SearchGPT, Google Bard and Bing Chat, consumer search behavior is changing. Increasingly, they prefer natural interactions and direct answers. For example, a user might ask: “What’s the best product to moisturize my dry skin in winter? In this context, generative engines will compile data from multiple sources to provide a comprehensive, personalized response.

For eCommerce merchants, this means it’s crucial to create informative content optimized for both traditional search engines and AI. Integrating frequently asked questions, detailed use cases, and personalized answers can greatly improve your visibility in these new interfaces.

SEO vs GEO: A complementary strategy for eCommerce merchants

Rather than choosing between SEO and GEO, eCommerce merchants should consider the two approaches as complementary:

• To attract human visitors: SEO remains essential to generate organic traffic and optimize conversions on product or category pages;
• To capture the attention of AIs: GEO becomes essential to ensure that AI tools, increasingly used by consumers to obtain recommendations, integrate your site’s content.

Examples

• Technical FAQ integration (B2B): A company selling industrial equipment can optimize its content for generative engines by creating comprehensive guides, structured FAQs and comparison tables that directly answer common customer questions;
• Inspirational content and buying guides (B2C): A fashion brand could publish a seasonal trends guide with product recommendations, leveraging both SEO to appear on Google and GEO to be picked up by generative AI engines.

Tips for taking benefits of SEO and GEO

• Focus on evergreen content: Create timeless articles and guides that remain relevant over time. This ensures a lasting presence on both traditional and generative search engines;
• Structure your information: Use structured data tags (schema.org) to make your content easily interpretable by AI;
• Target specific questions: Identify the ultra-precise queries your potential customers might ask. For example, “What are the best hiking boots for rocky terrain?” and answer them with dedicated articles. Keyword research, taking into account current and future trends, as well as a competitive benchmark will help you position yourself on anticipated queries;
• Monitor your sources: Make sure your site is perceived as a reliable source by the AI engines. Publish content signed by specialists and base your content on verified data. The same goes for managing your backlinks. To prove your authority, you need quality backlinks. Avoid link farms, however;
• Experiment with generative engines: Test SearchGPT or other tools to see how your content is used and identify opportunities for improvement.

In a digital context where AI is redefining online behavior, it’s becoming essential for eCommerce companies to adopt a strategy that combines SEO and GEO. These complementary strategies help to attract qualified traffic while guaranteeing a present in the responses generated by AI tools.

Meeting the requirements of both traditional and generative search engines requires specific expertise in content creation, data structuring and performance monitoring. Although complex, this is a real opportunity to increase your visibility and improve your customers’ experience.